Introducing Åsögatan 126

A functionalist 1930s building on Åsögatan on Södermalm is now the home of A Day’s March. Ahead of the opening, the windows displayed historic photographs from the surrounding streets – painting a picture of everyday life. Now A Day’s March is part of shaping the next chapter of this area.  “We like to be part of people’s lives and that’s why it’s nice to open this store where people actually live, not just where they go to shop,” co-founder and creative director Pelle Lundquist says, and in-house interior architect Daniel Braconier adds: “We’ve noticed that throughout the process – people are popping in to see what is happening, the engagement is huge and people are curious.”

In this project the duo has used the 1930s “funkis”-style of the building and mixed it up with the A Day’s March palette of materials. “We have enhanced the building by adding solutions and designs that goes well with early modernist references. I believe the result is a store with a contemporary yet classic quality,” says Daniel Braconier. The new floorplan exaggerates the straight lines of the space and the large windows are sectioned by the concrete pillars. The straight lines are complimented by a round shaped cashier and walls of steel framed glass blocks with circular patterns – a nod to the modernist 1930s building Maison de Verre in Paris. 

As a general direction, Pelle Lundquist and Daniel Braconier strive to do the new A Day’s March stores more playful, personal and modern. Surfaces are splashed in blue and red paint using birch twigs and new special features include tables with recycled glass and special ceiling light boxes that accentuate the natural light. “The store reflects the ambition of the brand in general – showing our personality and adding a bit of playfulness to the classical references,” says Pelle Lundquist.  

The strategy for A Day’s March was always to build the online presence together with a strong support of bricks and mortar, explains Lundquist and adds that he and Braconier have the benefit of an in-house process that never really ends. “The upside with working on many projects simultaneously is that we can discuss and investigate possible routes and ideas on another level, including ambitions that are good and relevant for this project, as well as things we want to add or exclude in the future. We’re trying to balance the design on where A Day’s March is as a brand today with the direction we want the brand to be moving in.”

Words by Jonna Dagliden Hunt Photography by Mikael Lundblad